How Great Collateral Can Help Grow Your Business

Did you know that 65% of the population are visual learners[1]? Why is this information so important? When devising a marketing strategy, many times collateral is a side note to other priorities. However, great collateral— brochures, presentation folders, branded stationery, can all tell your story to the visual learners amongst us. It is an opportunity for you to extend your brand and your message with every touch that you make with your clients.

Even when you are not present, collateral speaks on your behalf. What does your collateral say about you?

Materials that are well done communicate the level of professionalism that a company embodies. They can be left behind to reinforce your message and build the perception of your company’s brand. A perception that most people base on first impressions and what they see.

Collateral helps answer the question on every customer’s mind about the quality of your brand. Less-than-stellar collateral or none of at all allows your customers to fill in the blanks to what type of end product or service you will provide. Shape their conclusions with your collateral.

Lastly, be sure to include collateral as an integral part of your sales strategy. Print material provides a chance to share your value propositions with all potential clients. These materials will remind your customers what sets you apart from your competitors. Ask yourself, “what key information do you want them to remember and what benefits do you provide that are unique to you?”. The answers to these questions can be captured in print and supported by everything your clients see. Keep it simple and memorable and you’ll expand your sales presence.

Great collateral will serve to enhance your company’s position in the marketplace. Don’t ignore this crucial step in building your brand; allow it to speak for you even when you are not there.